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ANC Centenary Celebration
4th – 8th January 2012

contact@brandseye.com
@brandseye, compiled by @greg_dale
Summary
• Between the 4th and 8th of January, conversation about the ANC
  100 year celebration totalled 9 839 mentions across the Internet.

• This conversation generated 19 570 805 Opportunities-To-See
  (OTS) throughout digital mediums globally.

• This equates to an Advert Value Equivalent (AVE) of R 4 056 674.
  This coverage for a event that was reported to cost R100 million.
Value Summary – 4th – 8th January 2012
            CONVERSATION MEASURES
 VOLUME               OTS                  AVE
  9 839            19 570 805           R 4 056 674

               MEDIA DISTRIBUTION
CONSUMER          ENTERPRISE              PRESS
  92%                 1%                    7%

             SENTIMENT DISTRIBUTION
≥DOWNPLAY           LISTING           ≤ENDORSEMENT
   8%                 78%                  14%

                  TOP DOMAINS
  Twitter           Facebook             All Others
   74%                17%                   9%
In the 5 days of tracking the ANC 100 year party




                9 839
related mentions were found across the Internet. It worth noting that
the ANCYL hearing received 6 286 mentions in the 24 hours after the
event. This supports the long held belief that bad news travels quicker
and further then good.
But what
exactly
was said?
Top Themes
The top themes are indicated here by word size. For better context of which other
themes were the most topical, “ANC” has been removed.
Observations
• The word cloud shows very few themes coming through.

• Sentiment around the event was largely neutral, although the
  large RT does suggest that the information was of high
  relevancy and therefore shared.

• Minor themes notably the cost of the event, Thabo Mbeki’s
  presence and the ritual sacrifice were discussed.

• The ANC should have looked to highlight Mbeki’s presence as a
  positive while explaining their rationale behind the sacrifice and
  the cost to try remedy the negative conversation. Interestingly
  the ANCYL was only discussed 69 times in the conversation.
Cost of the Party

       259 mentions
A lack of clear
communication
about the cost left
people sharing
various numbers. No
explanation for the
cost also left people
angry about the
perceived waste of
money.
Thabo Mbeki


  132 mentions
The ANC’s
celebration was
Thabo Mbeki’s
first ANC function
since he was
removed as
president.
Sacrificing A Bull


   247 mentions
As part of the
celebration weekend
the ANC sacrificed a
bull, this was not
well received. Many
people thought this
was inhuman.
Credibility
                                                         DEF: The more people
                                                          reached online, the
                                                         more credible [Brand]’s
                                                            conversation is.

                                                          A respected source is
                                                          deemed as having the
                                                            potential to reach
                                                            ≥4 000 people, an
                                                           authoritative source
                                                               ≥1 000 000.


The ANC centenary celebration was marked by significant press coverage. This
helps to secure significantly more OTS for the event. Some mentions were marked
with a credibility score of 9, this means they are expected to generate 1 000 000
OTS. These particular mentions came from the BBC Twitter account which has
close to 1 500 000 followers.
A combination of the numerous press articles and considerable social
media discussion resulted in the ANC centenary celebration reaching




 19 570 805
Opportunities-To-See (OTS) within the online sphere. In comparison
the ANCYL hearing generated 40% of this coverage in 24 hours
(8 419 565 OTS).
Had this conversation been purchased, it would have cost an
Advert Value Equivalent (AVE) of




R 4 056 674
While this event was not designed to generate publicity for the
ANC, the conversation did exposure people to the ruling party.
Regardless of whether an event is designed to market an
organisation the sentiment and message communicated must
be monitored to ensure the brand in question is portrayed in the
best light.
Observations
• The ANC received significant coverage for the event. However
  their failure to monitor and manage the conversation meant that
  the lost control of the message.

• Engagement with the online conversation would have allowed the
  ANC to direct the conversation towards the celebration of 100
  years of political struggle.

• Instead the conversation was neutral with some negative
  mentions. A failure to engage meant a real opportunity was lost to
  communicate with a large community.
Media Breakdown




The OTS generated by consumer conversation (11 341 505) is
higher then that that generated by the press (8 042 000). Despite
consumers’ conversation reaching less people per each
mention the combined effect of all consumer conversation has
significantly greater impact then the fewer, but more far
reaching press articles.
Domain Breakdown




Social networks were the most active, accounting for 91% of the
total conversation, with press sites driving around 2% of the
total conversation.
Twitter Contributors
                Name                              Twitter Bio                     Number of Tweets
NewsInSA (NewsInSA)                  All news related to South Africa.
                                                                                         77
1 228 Followers                      http://www.NewsinSA.co

jazlaw24 (Saber Jazbhay)             troublerouser who wont let the dust settle
                                                                                         47
211 Followers                        on ignorance or prejudice!

RevCJVP (Clive J. Pillay)
                                     http://youngchapel.webs.com                         45
44 Followers
                                     Our dream for South Africa is of an open
Demokratiese (Democratic Alliance)   opportunity society in which every person
                                                                                         43
519 Followers                        is free, secure and equal
                                     http://www.da.org.za/



 These were the top engagers in the conversation around the ANC’s
 celebration. Twitter conversation showed 6 744 unique authors, and
 1 035 users who tweeted more than once.
Observations
• While 9 839 mentions is high for 5 days of conversation, when
  this is compared to the 6 286 individual mentions received in 24
  hours for the ANCYL trial. The result of negative coverage
  becomes even more concerning.

• Once again the ANC did little to manage the conversation taking
  place on Social Media sites like Twitter. This left the community to
  speculate and fabricate opinions on limited information.
Observations
• A number of aspects about the weekend’s celebration were
  continuous. From the cost of the event. To the golf day, which
  was consider elitist, and the sacrificing of a bull, considered in
  human.

• Debate online around these topics was rife and largely negative.
  Brand’s should look to communicate with the community to better
  explain their position. Explaining the rationale behind the cost and
  events making up the celebration would have helped manage
  some of the negative coverage.
Observations
• The centenary celebration of the ANC was designed to mark the
  birthday of a key organization in the struggle for South Africa’s
  freedom.

• As with any event Social Media can be leveraged and people who
  are not even at the event can enjoy some of the benefit.

• Unfortunately a lack of ANC presence online hampered their
  ability to engage a wider audience.

• From an online perspective it would appear that the ANC
  celebration was off message and was largely dominated by press
  covering the event. This resulted in consumers generating
  uninformed opinions of the ANC and its centenary.
Appendix
Definitions
Opportunity-To-See (OTS)                                        Advert Value Equivalent (AVE):

OTS reflects the number of people who would have had the        AVE offers a monetary value of the earned
opportunity to see a mention. A tweet from a user with          conversation. The aim behind the AVE measure is to
8 000 followers would account for 8 000 in the total OTS of     capture what a company would have paid to expose
the conversation. This does not account for the possibility     their brand to the number of people reached by the
that the mention may not have been seen by the user in          conversation.
their Twitter feed.

Sentiment Distribution:

The exact opinion and feeling towards a brand scored according to a 10-point scale:

5 (Celebration) - the highest form of brand endorsement and brand loyalty (very rare)
4 (Acclamation) - when a brand is endorsed and very highly commended
3 (Praise) – when a brand is recognized very positively
2 (Endorsement) – encouraging other readers to use the brand
1 (Listing) – neutral mention of a brand.

-1 (Downplay) - mildly negative sentiment about a brand.
-2 (Concern) – distress/worry about a brand
-3 (Rebuke) – disgust towards a brand
-4 (Anger) - resentment towards a brand
-5 (Emergency) - severe threat to the brand or the community’s safety
Any Questions or Ideas?
contact@brandseye.com
@greg_dale

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BrandsEye - ANC Centenary Event

  • 1. ANC Centenary Celebration 4th – 8th January 2012 contact@brandseye.com @brandseye, compiled by @greg_dale
  • 2. Summary • Between the 4th and 8th of January, conversation about the ANC 100 year celebration totalled 9 839 mentions across the Internet. • This conversation generated 19 570 805 Opportunities-To-See (OTS) throughout digital mediums globally. • This equates to an Advert Value Equivalent (AVE) of R 4 056 674. This coverage for a event that was reported to cost R100 million.
  • 3. Value Summary – 4th – 8th January 2012 CONVERSATION MEASURES VOLUME OTS AVE 9 839 19 570 805 R 4 056 674 MEDIA DISTRIBUTION CONSUMER ENTERPRISE PRESS 92% 1% 7% SENTIMENT DISTRIBUTION ≥DOWNPLAY LISTING ≤ENDORSEMENT 8% 78% 14% TOP DOMAINS Twitter Facebook All Others 74% 17% 9%
  • 4. In the 5 days of tracking the ANC 100 year party 9 839 related mentions were found across the Internet. It worth noting that the ANCYL hearing received 6 286 mentions in the 24 hours after the event. This supports the long held belief that bad news travels quicker and further then good.
  • 6. Top Themes The top themes are indicated here by word size. For better context of which other themes were the most topical, “ANC” has been removed.
  • 7. Observations • The word cloud shows very few themes coming through. • Sentiment around the event was largely neutral, although the large RT does suggest that the information was of high relevancy and therefore shared. • Minor themes notably the cost of the event, Thabo Mbeki’s presence and the ritual sacrifice were discussed. • The ANC should have looked to highlight Mbeki’s presence as a positive while explaining their rationale behind the sacrifice and the cost to try remedy the negative conversation. Interestingly the ANCYL was only discussed 69 times in the conversation.
  • 8. Cost of the Party 259 mentions A lack of clear communication about the cost left people sharing various numbers. No explanation for the cost also left people angry about the perceived waste of money.
  • 9. Thabo Mbeki 132 mentions The ANC’s celebration was Thabo Mbeki’s first ANC function since he was removed as president.
  • 10. Sacrificing A Bull 247 mentions As part of the celebration weekend the ANC sacrificed a bull, this was not well received. Many people thought this was inhuman.
  • 11. Credibility DEF: The more people reached online, the more credible [Brand]’s conversation is. A respected source is deemed as having the potential to reach ≥4 000 people, an authoritative source ≥1 000 000. The ANC centenary celebration was marked by significant press coverage. This helps to secure significantly more OTS for the event. Some mentions were marked with a credibility score of 9, this means they are expected to generate 1 000 000 OTS. These particular mentions came from the BBC Twitter account which has close to 1 500 000 followers.
  • 12. A combination of the numerous press articles and considerable social media discussion resulted in the ANC centenary celebration reaching 19 570 805 Opportunities-To-See (OTS) within the online sphere. In comparison the ANCYL hearing generated 40% of this coverage in 24 hours (8 419 565 OTS).
  • 13. Had this conversation been purchased, it would have cost an Advert Value Equivalent (AVE) of R 4 056 674 While this event was not designed to generate publicity for the ANC, the conversation did exposure people to the ruling party. Regardless of whether an event is designed to market an organisation the sentiment and message communicated must be monitored to ensure the brand in question is portrayed in the best light.
  • 14. Observations • The ANC received significant coverage for the event. However their failure to monitor and manage the conversation meant that the lost control of the message. • Engagement with the online conversation would have allowed the ANC to direct the conversation towards the celebration of 100 years of political struggle. • Instead the conversation was neutral with some negative mentions. A failure to engage meant a real opportunity was lost to communicate with a large community.
  • 15. Media Breakdown The OTS generated by consumer conversation (11 341 505) is higher then that that generated by the press (8 042 000). Despite consumers’ conversation reaching less people per each mention the combined effect of all consumer conversation has significantly greater impact then the fewer, but more far reaching press articles.
  • 16. Domain Breakdown Social networks were the most active, accounting for 91% of the total conversation, with press sites driving around 2% of the total conversation.
  • 17. Twitter Contributors Name Twitter Bio Number of Tweets NewsInSA (NewsInSA) All news related to South Africa. 77 1 228 Followers http://www.NewsinSA.co jazlaw24 (Saber Jazbhay) troublerouser who wont let the dust settle 47 211 Followers on ignorance or prejudice! RevCJVP (Clive J. Pillay) http://youngchapel.webs.com 45 44 Followers Our dream for South Africa is of an open Demokratiese (Democratic Alliance) opportunity society in which every person 43 519 Followers is free, secure and equal http://www.da.org.za/ These were the top engagers in the conversation around the ANC’s celebration. Twitter conversation showed 6 744 unique authors, and 1 035 users who tweeted more than once.
  • 18. Observations • While 9 839 mentions is high for 5 days of conversation, when this is compared to the 6 286 individual mentions received in 24 hours for the ANCYL trial. The result of negative coverage becomes even more concerning. • Once again the ANC did little to manage the conversation taking place on Social Media sites like Twitter. This left the community to speculate and fabricate opinions on limited information.
  • 19. Observations • A number of aspects about the weekend’s celebration were continuous. From the cost of the event. To the golf day, which was consider elitist, and the sacrificing of a bull, considered in human. • Debate online around these topics was rife and largely negative. Brand’s should look to communicate with the community to better explain their position. Explaining the rationale behind the cost and events making up the celebration would have helped manage some of the negative coverage.
  • 20. Observations • The centenary celebration of the ANC was designed to mark the birthday of a key organization in the struggle for South Africa’s freedom. • As with any event Social Media can be leveraged and people who are not even at the event can enjoy some of the benefit. • Unfortunately a lack of ANC presence online hampered their ability to engage a wider audience. • From an online perspective it would appear that the ANC celebration was off message and was largely dominated by press covering the event. This resulted in consumers generating uninformed opinions of the ANC and its centenary.
  • 22. Definitions Opportunity-To-See (OTS) Advert Value Equivalent (AVE): OTS reflects the number of people who would have had the AVE offers a monetary value of the earned opportunity to see a mention. A tweet from a user with conversation. The aim behind the AVE measure is to 8 000 followers would account for 8 000 in the total OTS of capture what a company would have paid to expose the conversation. This does not account for the possibility their brand to the number of people reached by the that the mention may not have been seen by the user in conversation. their Twitter feed. Sentiment Distribution: The exact opinion and feeling towards a brand scored according to a 10-point scale: 5 (Celebration) - the highest form of brand endorsement and brand loyalty (very rare) 4 (Acclamation) - when a brand is endorsed and very highly commended 3 (Praise) – when a brand is recognized very positively 2 (Endorsement) – encouraging other readers to use the brand 1 (Listing) – neutral mention of a brand. -1 (Downplay) - mildly negative sentiment about a brand. -2 (Concern) – distress/worry about a brand -3 (Rebuke) – disgust towards a brand -4 (Anger) - resentment towards a brand -5 (Emergency) - severe threat to the brand or the community’s safety
  • 23. Any Questions or Ideas? contact@brandseye.com @greg_dale